Food Advertising

Retargeting Strategy

Retargeting Strategy

Have you developed a Retargeting Strategy for your Brand’s Website ?

We recently wrote a blog on Search Retargeting and how you use the search engines to find relevant users for your products then using display advertising via Retargeting them with highly related advertising. Since the Search Retargeting blog, we’ve had a great deal of enquiry asking about developing a client’s Retargeting Strategy to help generate a high return on investment for your online campaigns.

If you’re selling products online, the most important thing is for you to develop some sort of Retargeting Strategy. The sooner you start serving cookies, the sooner you can start retargeting and generating sales.

So first off what is retargeting?
Retargeting is tactic used by online advertisers who target previous website visitors and serve them an advertisement encouraging them to revisit the site and complete a purchase. With a developed Retargeting Strategy, the advertisements which get served could be via a roadblock or sequential targeting and can offer the user a range of advertising messages in order to complete the sale. This is done by dropping a cookie on the user’s machine depending on behaviour targeting criteria which we’ll go into detail further.

Why would I want to use retargeting?
There is no doubt that consumers do a great deal of research online before making a purchase and for products with long purchasing cycles retargeting is a strategy to keep your brand or website top of mind with your target audience. Often when a user starts off researching a product to buy they will visit a wide range of sites looking for information on the product. At this time if you drop a cookie with some information on their behavior you can target this later in the purchasing cycle.

Who do you target?
There are few options to consider.

  1. Everyone – you should begin immediately gathering data on who visits your site, particularly if you’re a smaller or niche ecommerce site. You can target these users with branding campaigns in the future.
  2. People who look at particular products. I’d personally mark any user that looks at a high margin product. It’s no good marking low margin products because you’ll eliminate the margin with the advertising cost. Just stick to high margin products. These sorts of people can be targeted with product specific advertising, drawing them back to the site in the future.
  3. People that don’t complete the shopping cart. These types of people are obviously ready to buy, but there was something in the way that stopped the transaction. It’s usually either comes down to price or shipping costs. If you can eliminate an obstacle and bring people back to complete their shopping cart with 20% off your order if you buy today or free shipping then your conversion rate increases and you get the sale.
  4. People that signup for a member or newsletter but don’t purchase. They are obviously interested in your products, but are not ready to buy. Could these people benefit from offering them a free catalogue or a discount coupon in order to buy?

What are some of the offers or messaging I could retarget my audience with?
Anything really, the ideas are endless. The key is running different retargeting creative which appeals to that audience demographic. Some ideas on retargeting campaigns could include;

  • 24 hour sale (everything reduced)
  • Discount Code or Coupon Code
  • Specific discount on a particular product
  • Become a member and get a catalogue or white paper
  • Signup to the Newsletter

Where would the Retargeting Campaign run?
The campaign would be run back in the Gourmet Ads network traffic pool. Our systems will start locating your retargeting cookies the moment they leave your site. So if a user has had a cookie dropped on your site, then visits a site within our network, they’ll see retargeting campaigns straight away.

Re-Reach your Audience with a defined Retargeting Strategy

With a proper retargeting strategy, you can expose that consumer to specific ads as they surf and shop outside the walls of your site. For products with a longer purchase cycle, a Retargeting Strategy can leverage Sequential Advertising to reinforce your message as the consumer goes through the research and consideration process prior to completing a purchase.

Author / Gourmet Ads Staff Writer
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Gourmet Ads is a food advertising network which helps brands reach the grocery buyer online through premium and high visibility ad solutions on a CPM basis.

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